Honda is expanding its relationship with National Hockey League (NHL) and the NHL's broadcast partners, NBC in the U.S. and Rodgers in Canada.

American Honda Motor Co. will also include Honda Canada Inc. as League sponsor in North America, according to a company release.

"Aligning the personality of Honda vehicles with the NHL is a natural extension of our fun-spirited brand," said Jeff Conrad, senior vice president and general manager Honda Division. "Participating in and being a part of sporting tradition also matches well with the activities of our owners. We're thrilled to expand this relationship with the NHL in so many key ways to showcase the clean, safe and versatile nature of our lineup."

Honda will support its NHL relationship through a number of different media commitments, including promotions across the NHL's media platforms such as NHL.com, NHL Social and NHL Mobile.

The automaker will continue its "participation and activations" at important NHL events throughout the season as well.

"Hockey is a defining aspect of our culture and our relationship with the NHL is something we're very proud of," said Dave Gardner, Vice President of Sales and Marketing, Honda Canada Inc., according to the release. "Whether you're a player or a spectator, hockey is something millions of Canadians are passionate about and that same level of excitement runs deep within Honda."

Honda's award-winning vehicles, like the new 2016 Honda HR-V crossover, and Honda CR-V, will be featured at key events like NHL Face-Off, the NHL Winter Classic, NHL All-Star Weekend,  NHL Heritage Classic, NHL Stadium Series,

Vehicles will also activate at the NHL Awards, the NHL Draft, and throughout the Stanley Cup Playoffs and Stanley Cup Final, according to the automaker.

"Honda has been a longtime supportive sponsor of the League and this expansion of the relationship into Canada is a validation of the power of the NHL brand and our fan base," said Keith Wachtel, NHL Executive Vice President of Global Partnerships. "We look forward to exciting and engaging activations for hockey fans on both sides of the border."

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